Social Influence

Conformity

Obedience

Minority Influence

Social Change

Asch

Zimbardo

Types and Explanations

Resistance

Social Psychological Factors

Dispositional Factors

Situational Variables

Milgram

Conformity is the tendency to change what we do, think or say in response to the influence of real or imagined pressure from others

Deutsch and Gerard (1955)

Herbert Kelman (1958) suggested that there are 3 ways in which people conform to the majority opinion

Identification

Internalisation

Compliance

Shallowest form

Conforming publicly but continuing to privately disagree

Moderate form where we act the same as the group because we share their values and want to be accepted

The change of belief/behaviour is temporary

A deep type where a person conforms publicly and privately because they have internalised & accepted the views

Deepest form

Normative Social Influence

Informative Social Influence

Developed a two-process theory that proposes there are 2 main reasons people conform, based on 2 central human needs

Following the crowd in order to fit in with the norm and be liked

AO3

Occurs when we wish to be liked by the majority, so we go along with them even though we may not agree

Schultz et al (2008)

Differences

McGhee and Teevan

Found that hotel guests exposed to normative messages that 75% guests reuse their towels reduced their own towel use by 25% suggesting people shape their behaviour to fit in

Research shows that NSI doesn't affect everyone the same way

E.g. people less concerned about being liked are less affected by NSI

Students high in need of affiliation more likely to conform

Showing the desire to be liked leads to conformity

A person will conform as they genuinely believe the majority to be correct

AO3

Occurs when we look to the majority for information as we are unsure what to believe

Lucas et al

Individual Differences

Wittenbrink and Henley (1996)

Found that ppts exposed to negative info about African Americans (framed as majority view) later reported more negative beliefs

Found that students conformed to an incorrect answer when they found the task difficult in maths

Showing people conform when they feel unsure

Perrin and Spencer found very little conformity and less likely to seek information from others

Explanations

Variations

Results

AO3

Procedures

Confederates agreed in advance what their responses would be

Each person in the room had to state aloud which line was most like the target line

Using the line judgement task, Asch put a naive ppt in the room with 7 confederates

There were 18 trials in total & confederates gave the wrong answer 12 times

The ppt didn't know this and was led to believe the other 7 were real ppts

The real ppt sat at the end of the row and gave his answer last

In some trials, the 7 confederates gave the wrong answer

The answer was always obvious

On average, 32% of ppts in each trial conformed to the wrong majority

75% conformed at least once

Measured the number of times each ppt conformed

Some ppts were convinced they were right but still conformed

Some recognised they saw things differently but thought they had eye strain or were seated at an awkward angle

A small majority stated they actually saw the lines that way

Group size

Unanimity

Task difficulty

Found little change once group size reached 4/5

3 is considered the optimal group size for conformity to occur

Found that conformity increased as the group size increases

3 or more, 32%

With two others, 13%

When one other confederate, conformity was 3%

Introduced a confederate that disagreed, reducing conformity

Enabled the real ppt to behave more independently

He was interested in whether a non-conformer would affect conformity

When the lines were more similar, it was harder to judge the correct answer

When we're uncertain, we look to others for confirmation

Made the line judgement task more difficult

Conformity increased

Articial

Limited application

Lacks Temporal Validity

Perrin & Spencer (1981) carried out the study 25 yrs later with engineering students and only one student conformed in 396 trials

Ppts knew they were taking part in research so may display demand characteristics

The task is unlike what we take part in everyday

Carried out the research in the US, and individualistic culture

Lowest rate of conformity (14%) found in Belgian students and highest (58%) found in Indian teachers in Fiji

Only men were tested so the results aren't generalisable to women

Demonstrates that conformity rates aren't universal and culture has an effect which Asch didn't consider

Results

Deindividuation

Procedure

AO3

Following reports of brutality by guards across America, he wanted to investigate if this was due to their personalities or the sitatuion and social roles

Prisoners

Guards

Zimbardo wanted to create a prison situation in the basement of Stanford University to observe the effects of ppts acting as guards and those acting as prisoners

From the volunteers, those deemed emotionally stable were selected and randomly assigned guard or prisoner

24 college students (white, middle class, males, healthy)

An advert was put in a newspaper asking for male students with pay per day for 2 weeks

Deloused, stripped and searched

Smock and prison ID number

Taken to a holding cell, kept blindfolded

Heavy chain bolted on ankle

Arrested at home and blindfolded

Rubber sandals and stocking cap

Instructed to do whatever necessary to maintain law and order and command respect

Identical uniforms, whistles, billy club, special sunglasses

Push ups were a common form of physical punishment

Beginning of day 2

Prisoners

Guards

Removed their stocking caps

Ripped off their numbers

Barricaded themselves inside the cell

Less than 36hrs into the experiment, a prisoner began to suffer from acute emotional disturbance, disorganised thinking and uncontrollable crying

Got a fire extinguisher and shot a stream of skin-chilling carbon dioxide

Forced the prisoners away from the doors

Broke into each cell

Stripped the prisoners naked

Took the beds out

Forced the ringleaders of the rebellion into solitary confinement

Began to harass and intimidate the prisoners

This means that they seemed unable to focus on who they were and fell into the role of being prisoner/guard

This was manipulated by humiliation of arrest and strip down and the punishments from the guards

He felt that deindividuation happened due to complete loss of individuation

The labelling of prisoners also helped this process as they had no personal responsibility

Internal validity

Demand characteristics

Real world application

Role of dispositional influences

Revealed the power of the situation

Ethical issues

Zimbardo's work has had important implications for the way we view cases of blind obedience

Has made very important contributions to our understanding of social influence

The guards at Abu Ghraib prison in Iraq (2003) were similarly affected which led them to behave in ways they would normally reject

The real guards were very creative in their 'evil' behaviour, just like in the study

Zimbardo had some control over the ppt variables as he had only selected emotionally stable ppts

Banuazizi and Mohavedi (1975) argued that the ppts were just play-acting rather than genuinely conforming

Zimbardo has been accused of over-exaggerating the power of the situation to influence behaviour as only 1/3 of the guards behaved in a brutal manner

The volunteers knew they were in a study but didn't know when it would take place so the shock of being randomly arrested and taken to the mock prison put them in a state of shock

Zimbardo was conforming to the social role of prison superintendent, he wasn't able to fulfil his ethical duty

It was considered ethical as he followed the guidelines of the Stanford University ethics committee that had approved with a government grant

Instead, they were exposed to the risk of psychological harm

The study had to end early because of this

A type of social influence which causes a person to act in response to an order given by another person

In the experiment, the aim was to investigate the obedience level participants would show when an authority figure tells them to administer electric shocks to another human

Procedure

Interested in the contradiction between the ordinariness of men involved in war crimes during the second world war and the terrible deeds they carried out

AO3

Method

Results

Participants

Volunteer sample - recruited through ads and mailing

Told the study was about learning

20-50 years old

Paid $4.50

40 male ppts

Told that the generator was connected to electrodes that were placed on the victim in the other room

Ppts were seated in front of the generator and asked to read a series of word pairs to the learner that had to memorise them

Ppts were taken to a separate room after watching the learner be strapped to a chair

If the learner was wrong, they would get shocked

Ppts were asked to draw a slip from a hat to pick their role but it was fixed

If ppts asked for advice, the experimenter had a set of prods

Confederates were used to play the experimenter and victim

A ppt who leaves before 450V was labelled defiant and those that stayed as obedient

Milgram created a fake shock generator that went from 15-450V

Filmed and notes were taken

Ppts were debriefed and met the confederate afterwards to show no harm done

Had 30 marked switches to indicate each voltage, moving up by 15V

Voltage increases after each incorrect answer

The learner gave a predetermined set of responses, 3 wrong 1 right

The experiment requires that you continue

It's absolutely essential that you continue

Please continue

You have no other choice, you must go on

12.5% stopped at 300V

65% shocked the maximum 450V

All 40 ppts obeyed up to 300V

After debrief, 84% said they were glad to have taken part

Hofling (1966)

Burger (2009)

Good External Validity

Social Identity Theory

Low Internal Validity

Alternative Explanation

Ethical Issues

It's important to remember that Milgram didn't expect his experiment to have such dramatic effects

Consulted psychiatrists before the experiment and concluded that most would shock to 150V and only 1% to 450V

Considered unethical by other psychologists

Milgram defended his work

The study had been criticised for not actually testing obedience

It has been suggested that the ppts guessed that the shocks weren't real and therefore, their behaviour wasn't being measured

Reveals something important about the relationship between authority figure and participant

Milgram argued that the lab environment accurately reflects wider authority relationships in real life

Said he would sign the right papers when he arrived 10 minutes later

21/22 nurses obeyed and started to prepare the dosage before they were stopped and debriefed

Phoned by an unknown doctor (confederate) and told to give 20mg to a patient (daily dosage clearly 10mg)

Explanations

Ppts were 22 staff nurses on night duty

The experiment studies obedience in a real-life setting

Set his experiment in a number of psychiatric hospitals in USA

Nurses said doctors often phoned through instructions and became annoyed if nurses questioned them

This doctor also said he would take responsibility

Found levels of obedience almost idential to Milgram

Temporal validity

Maximise the similarities and differences

Ppts were willing to continue giving shocks as they identified with the experimenter as a scientist

Favour our own group over any other group

As long as the prods related to the science, they were effective

People identify themselves as belonging to particular social group

They began to identify more with the learner

The ppts continued because they identified with science not obedience

As soon as a prod asserted authority, all ppts resisted

Clearly undermines Milgram's conclusions because they contradict his claim that his findings were due to accepting the authority

Uniform

Location

Proximity

AO3

Milgram changed the variables in a variety of ways in order to study proximity effects

One required the teacher to force the learner's hand onto the plate when he refused to answer

Also refers to the physical closeness of the teacher to the learner

In another condition, the experimenter left the room and gave the instructions over the phone

Refers to the physical closeness or distance of an authority figure to the person they are giving the order to

In the same room - 40%

In adjoining rooms - 66%

Touch proximity - 30%

Remote proximity - 20.5%

Frequently pretended to give shocks or weaker shocks than ordered

Refers to the place where an order is issued

Relevant factor that influences obedience is the status or prestige associated with the location

University setting - 65%

Run-down office downtown - 47.5%

People in positions of authority often have outfits that symbolise authority

Indicates who is entitled to expect our obedience

Lab coat - 65%

Ordinary member of the public - 20%

Cross-Cultural Replications

Lack of Internal Validity

Bushman (1988)

Obedience alibi

Bickman (1974)

Researchers were dressed in 1/3 ways

Researcher gave pedestrians 1/3 instructions

3 male researchers gave direct requests to 153 random pedestrians in Brooklyn

80% of ppts obeyed the guard, 40% obeyed the others

Tested the ecological validity of Milgram's work

Provide further evidence that obedience is influenced by the authority that a person seems to have

Milkman's uniform

Guard's uniform

Civilian clothing

That man is overparked, give him a dime

Pick up this bag

You have to stand on the other side of the pole

In uniform, 72% obeyed, business exec 48%, beggar 52%

When interviewed after, people claimed they had obeyed the woman in uniform because she appeared to have authority

Carried out a study where a female researcher dressed as a police officer, a business executive or a beggar, stopped people and told them to give change to a male reseracher for an expired parking meter

Suggests Milgram's findings aren't limited to American males

Suggests a robust phenomenon is being studied

Both the original and variations have been replicated in other cultures, finding similar results

Most replications are carried out in Western societies

Original study was criticised as ppts could've guessed that shocks weren't real and so the behaviour wasn't measured

It's even more likely that ppts in the variations realised it wasn't a real study and displayed demand characteristics

Suggesting that Nazis executing Jewish people was them only doing their duty implies they were also victims

Runs the risk of trivialising genocide

Some people consider a situational perspective on the Holocaust offensive because it removes personal responsibility

Legitimacy Theory

Agentic State

AO1

AO3

People have 2 ways of acting

People move from the autonomous state to the agentic state when confronted with an authority figure (agentic shift)

When we act as an agent of authority, we find it easy to deny responsibility as we are just following orders

If we obey an order that goes against our morality, we experience moral strain

Milgram proposed the agentic theory

Althought people may want to stop, they feel unable to due to binding factors (aspects of the situation that allow a person to minimise the damaging effect of their behaviour)

Research Support

Limited Explanation

Agentic state - individuals allow someone else to direct their behaviour

Autonomous state - individuals direct their own behaviour and taken responsibility for the consequences

Blass and Schmitt (2001) found that people who saw Milgram's study blamed the experimenter, indicating they believed the ppts were agents of authority

The explanation is also supported by historical events

Milgram's research demonstrated how the majority of people follow instructions even when acting against their own conscience

It could be due to personality rather than the situation

Agency theory cannot explain why some people disobey figures

There are alternative reasons why people obey an authority figure

AO1

AO3

This authority is justified by the individual's position of power within a social hierarchy

Kelman and Hamilton (1989) suggest 3 main factors to explain obedience

We are more likely to obey people who we perceive to have authority over us

Legitimacy of the system

Legitimacy of authority within the system

Legitimacy of demands given

Concerns the extent to which the body is a legitimate source of authority

This is the power individuals hold to give orders because of their position in the system

This is linked to status and hierarchy within a particular establishment

Refers to the extent with which the order is perceived to be a legitimate area for the authority figure

Cultural Differences

In some cultures, authority is more likely to be accepted as legitimate and entitled to demand obedience

Reflects the ways that diff. societies are structured and are raised to perceive authority figures

Legitimacy theory is a useful account of cultural differences in obedience

Adorno (1950)

Authoritarian Personality

Factors associated with an individuals' personality

AO3

A high level of obedience is like a psychological disorder

Procedure

Claimed a particular personality type is more likely to obey an authority

Findings

Was interested in invesigating why Nazi soldiers were so willing to persecute and kill members of minority groups

Developed an F scale to measure the relationship between a person's personality type and prejudiced beliefs

Ppts who scored highly had authoritarian personalities

Study of more than 2000 middle class, white Americans and their unconscious attitudes towards other racial groups

Very conscious of their own and others' status

High scorers had a particular cognitive style

Those that scored highly identified with 'strong' people and were generally contemptuous of the 'weak'

No grey areas between categories of people

Had fixed and distinctive stereotypes about other groups

Strong positive correlation between authoritarianism and prejudice

Distinct personality pattern characterised by strict adherence to conventional values and a belief in absolute obedience

Characteristics and Associated Behaviour

Provided a possible explanation for why some people require little pressure to obey

Development of the Authoritarian Personality

General hostility towards other groups

Intolerant of ambiguity - anything that cannot be defined in clear cut way

Rigid beliefs in conventional values

Submissive attitudes towards authority figures

Very traditional ideas - dislike of change or disorder

Has a dominating and bullying manner

Cannot tolerate behaviour that is 'wrong' in anyway

Respectful to authority figures

Unconscious hostility

Displacement

Very disciplined upbringing

Prejudice

Parents are harsh and show little affection & issues severe punishments

Consciously have very high opinions of their parents but unconsciously feel very aggressive towards them

Hostility displaced onto safer targets

Results in prejudice views and discriminatory behaviour

Social Identity Theory

Political Bias

Limited Explanation

Methodological Problems

Research Support

Found that those who went to 450V scored higher on authoritarianism tests & lower on scales of social responsibility

Support Adorno's claims although only a correlation

Milgram & Alan Elms (1966) conducted a follow-up study

Large body of evidence to indicate people who are very rigid and conservative have been brought up in the way Adorno described

Hard to explain obedience in majority of a population

Favour our own group over any group we don't belong to

Maximise the similarities within the group & differences between our group and others

People identify themselves with particular social groups

In reality, left wing also emphasises the importance of complete obedience

The theory is limited as it can't accont for obedience across the whole political spectrum

The 'F' scale measures the tendency towards an extreme right wing ideology

Knowing the ppts test scores meant they knew whether the interviewee was likely to have the personality type

Their questioning would have been guided by this

Interviews were vulnerable to interviewer bias as the interviewers knew the hypothesis of the study

May have recorded only the information they needed to confirm their hypothesis

Social Support

Locus of Control

The ability of people to withstand the social pressure to conform to the majority or to obey authority

AO1

AO3

They act as models to show others that resistance is possible

Conformity

The presence of people who resist can help others to do so

Obedience

Research Support - Conformity

Research Support - Obedience

Reduced by a dissenting peer and the effect isn't long-lasting

Asch

Conformity reduced to 5.5% when one confederate gave a diff. answer

True even when the confederates answer was also wrong

Social support breaks the unanimous position of the majority

Reduced by one other dissenting partner

The dissenter's disobedience frees the ppt to act on their own conscience

Milgram

Obedience dropped to 10% when genuine ppts were joined by a disobedient confederate

Independent behaviour increased to 90%

People are more confident to resist if they can find an ally

Even if the dissenter wore thick glasses and had vision problems

Allen & Levin (1971) found independence increased with one dissenter in an Asch type study

Resistance isn't motivated by following someone else but frees the pressure from the group

Gamson et al (1982) found higher levels of resistance in their study than Milgram

They were in groups

Had to produce evidence to help an oil company run a smear campaign

29/33 groups rebelled (88%)

Peer support is linked to greater resistance

AO1

AO3

Contradictory Evidence

Role of LOC may be Exaggerated

Research Support - Obedience

Internals believe they are mostly responsible for what happens

Externals believe that things happen without their control

Rotter (1966) proposed a concept concerned with internal vs external LOC

People with internal LOC are more likely to resist

The sense we have about what directs events in our lives

If someone takes personal responsibility, they are more likely to base their decisions on their own beliefs

People with high internal are more self-confident, achievement-oriented, intelligent and need less social approval

Only 23% of externals didn't go to 450V

37% of internals showed independence

Holland (1967) repeated Milgram's study and measured LOC

Increases the validity of the LOC explanation in resistance

If resistance was linked to internal, we would expect people to become more internal

People have become more resistant but more external

May be due to changing society where many things are outside personal control

Twenge et al (2004) meta-analysis from American obedience studies over 40yrs

Suggests that LOC can explain only a limited range of situations

LOC is not as important as suggested

Rotter et al (1982) found LOC is only important in new situations

Moscovici

3 Factors

Most likely to lead to internalisation

Process of Change

A form of social influence where a minority rejects the established norm of the majority and persuades the majority to move to the minority position

AO3

In second part, answered green 24 times and blue 12 times

A control group was used with no confederates

In the first part, 2 confedereates answered green and were completley consistent

Shown 36 slides which were clealy diff. shades of blue and asked to state hte colour outloud

Results

Ppts were given eye tests to ensure they weren't colour blind and then placed in a group of 4 other ppts and 2 confederaets

Conclusion

For the experimental, 1.25% were green when inconsistent

8.42% when consistent

Only 0.25% of the control group responses were green

Moscovici's experiment suggests that minorities can influence majority

It indicates that this influence is more effective when consistent

Later research largely confirmed these findings

Commitment

Consistency

Flexibility

Consistency makes others rethink their own views

Synchrony - people in minority all saying the same thing

Over time, consistency in the minority increases hte amount of interest

Diachronic - minority saying the same thing for a long time

Important that these activities are at some risk to the minority to demonstrate commitment to the cause

Increases the amount of interest - augmentation principle

Minorities engage in extreme activities to draw attention to the cause

Researchers have questioned whether being consistent alone is enough

Nemeth (1986) argued if the minority is inflexible and uncompromising the majority is unlikely to change

Had to decide on the amount of compensation to give a ski lift victim

When the confed wouldn't change from a low amount, the majority stuck together at the higher

When the confed changed his compensation offer a bit, so did the majority

Constructed a mock jury with 3 genuine ppts and 1 confed

Over time, people 'convert' and switch from the minority to the majority (more this happens, the faster the rate of conversion - snowball effect)

Gradually, the minority view becomes the majority and social change occurs

All 3 factors make people think about the topic

Research Support for Depth of Thought

Artificial Tasks

Research Support for Consistency

Effect of Minority may not be Apparent

When the minority were inconsistent, they were generally ignored

Moscovici demonstrated that when minority are consitent, they can influence the majority

Later research has confirmed these findings

Another group heard a majority endorsing the initial view

Ppts were then exposed to a conflicting view and their support was measured again

One group of ppts heard a minority endorsing the same view

Martin et al (2003) gave ppts a message supporting a particular viewpoint and measured their support

People were less willing to change to the new view if they had listened to the minority

Suggests that the minority message was more deeply processed and had a more enduring effect

Findings lacks external validity and have limited real world applications

Most studies don't capture the commitment of the minorities including the social support that members give each other when the majority hostility overwhelms them

Real life situations are more complicated

The tasks are artificial

Moscovici found higher agreement with minority when ppts wrote their answers down

Shows internalisation took place

People may be reluctant to admit their conversion publicly

Minority Influence

Conformity

This process occurs continually but gradually, with minority influence being the main driving force

Obedience

Occurs when societies as a whole adopt new attitudes, beliefs and behaviours

AO3

Moscovici (1980) called this 'conversion'

Steps

If an individual is exposed to a persuasive argument under certain conditions, they may change their views to match the minority

Consistency of position

Deeper processing

The augmentation principle

Snowball effect

Drawing attention to the issues

Social cryptomnesia occurs

Highlighting a concern

Displaying an unswerving message and intent

Many people who accept the status quo start thinking further

Minorities take risks to further the cause

People switch from a majority position to a minority one

People know change has occurred but some have no memory of the events leading to the change

Dissenters make social change more likely

Majority influence and NSI

This enabled others to dissent

Asch's research demonstrated that when one confederate always gave the correct answer, this broke the power of majority

They provide information about what others are doing

Social change is encouraged by drawing attention to the majority's behaviour

Environmental and health campaigners explot conformity by NSI

Disobedient models make social change more likely

Gradual commitment leads to drift

In his variation, when one confed refused to give shocks, the rate of obedience dropped significantly

Milgram's research demonstrated the importance of disobedient role models

Zimbardo (2007) suggested how obedience can be used to create social change - once a small commitment has been made, it becomes more difficult to resist a bigger one

People drift into a new kind of behaviour

Nature of Deeper Processing has been Questioned

Identification is Overlooked

Minority Influence is only Indirectly Effective

Methodological Issues

Research Support for Role of NSI in Social Change

The message was that most residents were trying to reduce their energy usage

As a control, some residents had a diff. message that asked them to save energy

Hung messages on front doors in San Diego every week for 1 month

Findings showed a sig. decrease in energy use in the group informed 'most residents'

Nolan (2008) investigated whether majority influence led to a reduction in energy consumption

Suggestst that MI has limited effect in short time and genuine social change from MI only occur after long periods of time

MI is frequently more latent than direct as it causes potential for social change not actual change

Nemeth (1986) suggests that the effects of minority influence may only be indirect and delayed

Effects of MI are delayed as the effects may not be seen in society for some time

Indirect as the majority is only influenced on matters related to the issue not the actual issue

The majority may avoid aligning with the minority as they don't want to be seen this way

The minority message would have very little impact as the focus would be on the source of the message not the message itself

Potential for minorities to influence social change is often limited as they are seen deviant by the majority

Minorities have to avoid being potrayed as deviants and also make people embrace their position

Minorities can't be influenial unless they attract the majority attention

If they are seen as too off-putting, the majority won't consider the message

Being able to identify with a minority is as important as agreeing with their views

This is why it's important minorities behave in ways that put their case in the majority's focus

Trivial tasks used in some studies don't reflect real-life situations

Practical steps based on research have proven effective in bringing change, suggeting the link is partially valid

Explanations are limited due to methodological issues